Ecommerce Performance
Ecommerce Performance Marketing
Ecommerce performance is a profitability problem more often than a traffic problem. The work is understanding what a customer is worth, then building acquisition that holds up at a higher volume.
What it covers
What ecommerce work includes.
Google Shopping and feed management
Feed quality, titles, attributes, product segmentation and availability all influence Shopping performance. Edify can manage and optimise feeds directly, or work with the client’s existing or preferred feed-management platform where appropriate.
Paid search for retail
Brand protection, category and product terms, and a clear separation between capturing existing demand and creating new demand.
Paid social and product-led acquisition
Catalogue campaigns, creative built around the product, and testing structured so the winning concepts are obvious.
Remarketing
Cart and browse abandonment, customer win-back and sensible exclusions, so you are not paying to reach people who already bought.
Customer acquisition economics
Looking at new versus returning customers, margin after costs, and what you can genuinely afford to pay for a first order.
Channel contribution
Understanding what each channel adds rather than letting platforms each claim the same sale.
Scaling
Finding where headroom exists, what breaks first as spend rises, and what efficiency it is reasonable to expect at a higher volume.
When it makes sense
Signs this is the right next step.
- You have product-market fit and want to grow volume without losing margin.
- Revenue is growing but profitability is not following.
- Platform-reported return on ad spend no longer matches the business reality.
- Shopping and feed performance has never been properly examined.
- Growth has stalled at a spend ceiling and nobody is sure why.
Common challenges
What usually goes wrong.
Double-counted revenue
Add up every platform's reported revenue and it often exceeds actual sales. Decisions made on those numbers lead somewhere expensive.
Return on ad spend as the only measure
A high return at low volume can be worth less than a lower return at scale. Contribution matters more than the ratio.
Neglected feeds
Poor titles and missing attributes limit how often products can appear, no matter how well campaigns are managed.
Retention left out of the maths
If repeat purchase behaviour is unknown, acquisition targets are set far too conservatively or far too loosely.
Edify's approach
How the work is actually done.
Understand unit economics
Margin, shipping, discounting and repeat purchase rate come first, so targets reflect the business rather than a platform metric.
Fix the foundations
Tracking, feed and product data are reviewed before budget is increased anywhere.
Plan channels together
Search, Shopping, social and remarketing are planned as one acquisition system with defined roles.
Scale on evidence
Spend increases follow demonstrated headroom, with the expected efficiency trade-off stated in advance.
Platforms & capabilities
What Edify works with.
Channels
- Google Shopping and Merchant Centre
- Google Ads search and Performance Max
- Meta Advantage+ and catalogue campaigns
- TikTok Ads
- Microsoft Advertising and Shopping
Platforms and data
- Shopify, WooCommerce, BigCommerce, Magento
- Product feed management and optimisation across existing or preferred feed-management platforms
- GA4 and server-side tracking review
- Customer and cohort reporting
- Looker Studio dashboards
Measurement
Commercial focus, not vanity metrics.
- Blended customer acquisition cost across all paid channels.
- New customer versus returning customer performance reported separately.
- Contribution after media and product costs, not revenue alone.
- Trade-off between efficiency and volume made explicit before scaling.
How engagement works
Four straightforward stages.
- 01
Initial conversation
A straightforward discussion about the business, the goals and what is currently getting in the way. No pitch deck.
- 02
Review and proposal
A look at existing accounts, tracking and data, followed by an honest view of the opportunity and what would be involved.
- 03
Onboarding
Access, measurement, reporting and priorities are agreed, with a clear plan for the first ninety days.
- 04
Ongoing work
Regular optimisation, testing and reporting, with direct access to Ed and documented reasoning behind changes.
FAQ
Ecommerce questions.
Can you guarantee a return on ad spend?
No, and nobody honestly can. What Ed will do is assess your economics, explain what performance looks realistically achievable, and be straightforward if the numbers do not support the ambition.
Do you work with our platform?
Edify works across the major ecommerce platforms including Shopify, WooCommerce, BigCommerce and Magento. The media approach matters more than the platform.
Do you handle the product feed?
Yes. Feed management and optimisation are treated as core ecommerce work, not an add-on, because they so often determine Shopping performance. Edify can manage the feed directly and is platform-agnostic, so existing or preferred feed-management tools can be used where they make sense.
What if our tracking is unreliable?
That gets addressed first. Scaling spend on top of unreliable data is the quickest way to make an expensive decision.
More questions are answered on the FAQ page.
Related services
Often planned alongside this.
Paid Search & Performance
Google Ads, Google Shopping and Microsoft Advertising designed around profitable growth and measurable demand.
Paid SearchPaid Social
Performance campaigns across Meta, TikTok and LinkedIn, aligned to audience, funnel stage and business objective.
Paid SocialInternational Growth & Localisation
Support for businesses entering new markets, including local media strategy, market research, localisation and transcreation.
International GrowthNext step
Looking for a better way to grow?
Tell Ed what you're trying to achieve and where your marketing is today. The first conversation is simply about whether Edify can help.